Not supposedly: they discovered that lesbians were disproportionately likely to buy their cars—about four times more likely than the average consumer.
In the early 1990s, Subaru was struggling with declining U.S. sales and looked for ways to stand out. Upon conducting market research, the company discovered a unique, highly loyal base of customers: educators, healthcare workers, and outdoorsy women—many of whom were lesbians. Recognizing a market that had been ignored by mainstream advertisers, Subaru pivoted its strategy to cater specifically to this group.
I do remember that a lot of teachers drove Subarus and were bitter about not being able to afford anything better.